Why Quiksilver is licensing its performance line

Quiksilver has opted to license it athletic apparel line to CF Brand, which will manufacture, promote, sell and distribute it exclusively in the United States.

Quiksilver started the line in 2006 for "off board" training, offering shirts, shorts, jackets and pants with fabric technologies that wick away sweat and protect athletes from the elements, Quiksilver said.

I asked Steve Tully, President of Wholesale Americas, why Quiksilver has opted to license the line.

"Especially in these difficult times, we are focusing more than ever on our core competencies and established businesses," he said. "As a result of this disciplined focus, we felt that certain opportunities like Quiksilver Performance are better realized through a license arrangement. CF Brands is better suited to penetrate the sport/corporate/team channels of distribution that are not currently on our flight path."

Brian Lewis the former national sales manager of Quiksilver Performance will become national sales manager and director of marketing for CF Brand.

CF Brand is currently selling the fall collection of Quiksilver Performance that is targeted at sporting goods stores, fitness clubs, better department stores, specialty active lifestyle retailers and military stores.

CF Brand will also begin offering Quiksilver Performance through team and corporate sales for the holiday 2009 season.